Sony considering future of World Cup sponsorship – report 27/10/2010 |
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Sony’s European sponsorship chief has revealed that the electronics giant is still weighing up whether to extend its backing of the World Cup, but admitted that the recent alleged Fifa corruption scandal “isn’t great” for attracting sponsors to the tournament.
Sony – one of six official Fifa partners – is already committed to the 2014 World Cup in Brazil but Toby Shaw said it had not yet decided whether to continue beyond that, reports Bloomberg.
“We concentrate on whether it’s right for our business going forward,” he told delegates at the International Football Arena conference in Zurich. “We are still evaluating the last World Cup.”
Shaw pointed out that Sony saw itself as a sponsor of the World Cup, rather than of Fifa as an organisation.
“We don’t say we’re a partner of Fifa – we say we’re a partner of the World Cup,” he added.
Fifa is currently investigating claims that two members of its executive committee – which will vote on the 2018 and 2022 World Cup hosts – offered to effectively sell their votes for cash.
The Spain/Portugal (2018) and Qatar (2022) bids are also being probed over allegations of collusion, which is strictly prohibited by Fifa.
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